Integrated Marketing Communication Campaign-

McDonalds TrackMyMacca App

Presentation by: Anshul Pareek

Bhola SinghKarthik M.D

Lokesh VasnaniMayuri Negi

Nishchay Garg

McDonalds Introduction

• The world's largest chain of hamburger fast food restaurants.• Started in 1940 as a barbecue restaurant operated by

Richard and Maurice McDonald's• A McDonald's restaurant is operated by either a franchisee,

an affiliate.

Situation Analysis

• Consumers have questions about their food and the journey it goes on before it arrives on the plate.• So McDonald’s Australia decided to start a campaign to

regain the interest of people.

Campaign Objectives

• Gain costumers trust• Allow customers to have their questions about food

answered while in restaurant• Bring out Transparency• Regain Trust among people•Witness Quality• Increase Sales

Strategy and execution

• As a business, McDonald’s invests significantly to help answer these questions in new • Find innovative ways• The TrackMyMacca’s app targets just that.• Information processed by a customized API, Unity4, and

Vuforia technologies. • Partnered with the date, time and McDonald's supply chain

date, it then reveals the journey of the ingredients in their food.

Iphone app

Track my maccas

Use of GPS Determine restaurant

utilizes image-recognition

Product Recognition Date and time

McDonald's supply chain

Journey of Ingredients

 Results• In the first month of its launch, TrackMyMacca’s was

downloaded 45,883 times (once per minute!).• Strong Engagement, with 62,219 views of our core messaging

screens. • Close to 25% of all our app’s users engaged with the full

TrackMyMacca’s journey.• Outside of the app, we’ve had over 50,000 people view our

demo video without the help of any paid media.